Meet Zuzu: a hermit crab who’s traded a natural shell for a discarded plastic bottle—an unsettling reality inspired by the millions of real hermit crabs who mistakenly adopt plastic waste as shelter. As a leading producer of household products contained in plastic, SC Johnson decided it was time to enact change. Partnering with Conservation International, they’ve enacted a host of programs and pledged large sums in efforts toward conservation, and policy change.

Zuzu was created as a compelling ambassador for this programming and our oceans, designed to spark emotional connection and mobilize action around the global plastic pollution crisis.

From a live appearance at the Oscars to an engaging social media presence, Zuzu’s charming persona captivates audiences, raises awareness, and drives meaningful advocacy—gathering public support for legislation aimed at holding producers accountable for plastic waste.